ONLINE SHOPPING CHANNELS PREFERRED BY MILLENNIALS AND GENZ IN SOUTHEAST ASIA

Brand websites and marketplaces may satisfy different online consumer needs.  Shoppers may visit a brand site for inspiration and then make their purchase on a marketplace. Therefore, brand marketers first need to work closely with marketplaces to ensure that there is a seamless customer experience between both parties. This includes branding, promotions and product availability. Marketers should also repurpose some of their company website to highlight brand social media channels, user-generated content and community-building special events. Finally, marketers are advised to entice brand site visitors with products that are not available in marketplaces and promote other unique brand experiences, such as flagship stores.

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